Segments in Indicus Consumer Spectrum
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Indian Consumer Indian Consumer Spectrum Spectrum Indicus Analytics Indicus Analytics The Segments The Segments in in
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egmentation of Urban Indian Households - Targeting the relevant consumer This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive. The purpose of this work is to help marketers devise advertising and communications strategies and fine tune their sales strategies. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities. The Grouping Mechanism Reflects differences in Lifestyles Preferences Needs Characteristics Social Household Individual Psychographic Workable solution requires Not too many segments, Not too few either. A systematic method - Not merely conceptual, Strong Empirical underpinnings, based on Propensities to Spend, Save, Earn Similar to methods used internationally But India focused. Two tier approach - First tier: Conceptual, Second Tier: Empirical. Simple to visualize and use. Accounts for consumer heterogeneity Chief Wage Earner’s Profile Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years) Marital Status - Proportions - Never Married, Currently Married, Widowed, Divorced Education - Proportions in 10 classifications ranging from illiterate to post graduates & above Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc. Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc. Occupation Type - Proportions self employed, employees, others. Household profiles Gender distribution for 4 age categories - 45 years Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2) Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above Members employed - Proportions of one, two and more than two members of the household employed Chief Wage Earner’s Spouse Education - Proportions in 10 classifications ranging from illiterate to post graduates & above Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others Social group representation in the segment - SC, ST, OBC, General Income distribution Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each) Residences - Rented residences v/s owned residences, Apartments v/s independent houses Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner
Transcript of Segments in Indicus Consumer Spectrum
Indian Consumer Indian Consumer SpectrumSpectrum
Indicus AnalyticsIndicus Analytics
The Segments The Segments inin
Segmentation Segmentation of of
Urban Indian HouseholdsUrban Indian Households
Targeting the relevant Targeting the relevant consumerconsumer
PurposePurpose
This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive.
The purpose of this work is to help marketers devise advertising and communications strategies and focus their sales and marketing strategies.
The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.
SegmentsSegments
Alpha numeric codesA1 A2 A3 A4 A5
B1 B2 B3
C1 C2 C3 C4 C5 C6
D1 D2
E1 E2 E3 E4 E5E6 E7 E8
F1 F2 F3
G1 G2 G3 G4 G5
H1
Alpha code denotes skill and earnings
potential of the chief wage earners,
A denotes the highest level and H the lowest
Numeric code denotes the life stage of the chief
wage earners and his/ her needs, 1 is the entry level
usually singles
See next slide for the complete segment grid
The SegmentsThe Segments
SEC Group
Household Head/ Chief-Wage Earner
Single with family
Married without child in joint family
Single Alone
Married without child Alone
Married with Young children in joint family
Married with Young children in nuclear family
Married with grown up children in joint/ nuclear family
Married with married child
Retired (singles/ couples living alone) empty nest
SEC EUnskilled Worker
H1
SEC D
Primary Educated Skilled worker
G1 G2 G3 G4 G5
SEC CSchool Educated Skilled worker
F1 F2 F3
SEC BSchool Educated Business man
E1 E2 E3 E4 E5 E6 E8
SEC BGraduate/ PG Skilled worker
D1 D2 E7
SEC AGraduate/ PG Professional
C1 C2 C3 C4 C5 C6
SEC A
Graduate Executives/ Managers
B1 B2 B3
SEC AGraduate/ PG Businessman
A1 A2 A3 A4 A5
The entire consumer segment is available on order, for all the 33 segments.Segment details consist of:
1. Chief Wage Earner’s Profile
•Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)•Marital Status - Proportions - Never Married, Currently Married, Wodowed, Divorced•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.•Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.•Occupation Type - Proportions self employed, employees, others.
……continued
2. Household profiles
•Gender distribution for 4 age categories - <18 years, 18-24 years, 25-45 years, > 45 years•Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households•Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)•Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above•Members employed - Proportions of one, two and more than two members of the household employed
……continued
3. Chief Wage Earner’s Spouse
•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others
4. Other Characteristics
•Social group representation in the segment - SC, ST, OBC, General•Income distribution•Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)•Residences - Rented residences v/s owned residences, Apartments v/s independent houses•Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner
Please send your inquiries to:Indicus Analytics Pvt. Ltd.
2nd Floor, Nehru House, 4 Bahadur Shah Zafar Marg
New Delhi- 110002. Phone: 91-11-42512400/01E-mail: [email protected]
www.indicus.net
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